MANILA, Philippines – Celebrity endorsers continue to be a potent influencer in consumer purchases, as a study conducted by market research consulting company Synergy Business Consultancy revealed that 67% of its respondents bought a product or availed of a service due to a celebrity endorser. Topping the most credible celebrity endorsers this year is Manny Pacquiao, Venus Raj, and Vicky Belo.

The respondents are 1,000 males and females, aged 15-60 years old, from all socio-economic classes in Metro Manila. The study was conducted from September to October, 2010.

This year, Filipino boxing champion Manny Pacquiao continues to extend his influence not only to professional boxing but also to consumers. Same to Synergy’s 2009 study, 47% of respondents believe that he is a credible endorser. Following Pacquiao in the list is Vicky Belo, whose credibility rose 7% from 2009 to this year.

“If you’re in a controversy, it pays to be the aggrieved party. Such is the case with Vicky Belo and Kris Aquino. Much as a celebrity figured in a controversy, it seems that credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country,” said Germaine Reyes, Managing Director of Synergy. Kris Aquino made it into the top 10 this year, with 15% of respondents believing the host as an endorser.

Telenovelas prove to be a strong factor for building a credible endorser, as Angel Locsin, Gretchen Barretto, Angel Aquino, Derek Ramsey, and Cristine Reyes captured people’s attention this year. This does not count the actors and actresses’ role in the telenovela as even villains shared the limelight this year.

The study notes though that not all celebrities can effectively sell all products and services. In personal care products and services, only 31% of respondents believe that celebrities, socialites, or models make effective endorsers. Common people who have experienced using the product hold more credibility to endorse the brand compared to celebrities, with 44% of respondents accounting to this.

Ultimately, products or services that are “recommended by professionals” and “clinically-proven or dermatologically-tested” prove most effective in endorsing personal care products and services.

“In the case of personal care, other credible tests, personalities, or professionals, or fora can have more convincing power. It is thus necessary to understand how well suited it is to use celebrity endorsers in the context of the given product category, the category development and how established the brand is in that category,” concluded Reyes.

Synergy Business Consultancy is a full-service marketing research consulting company. The company is currently celebrating its 11th year in providing marketing-based, business solutions to a diverse industry, from fast-moving consumer goods (FMCG) to service and business sectors.

Synergy works with its clients by obtaining a holistic view of their business, and contextualizing for and with them the research task and results, taking the bigger business reality into account. Synergy is also a member of ESOMAR and BPA/P.